What a strategy executed by Micromax & Amazon. Get 3 Lac registrations, generate hype for the product. On top of that release 10,000 units, sell some as the 8,999 LIGHTINING deal, remaining get it at 12,499. In both cases, deal window is 15 minutes. If not executed, invalidate the registration status, and provide an option of future availibiity alert. All in all, customers taken for a ride. Now everyone knows who's "Play 'in God" here.